There’s always some international day, national holiday, big event, or religious festival coming up. From Chinese New Year to Valentine’s Day to International Women’s Day to Easter to…well...you get the point.

Trying to create content for every event going would almost be a full time job in itself, and it really wouldn’t be the best use of anyone’s time. If you’re only ever creating seasonal content, everything you create will have a short shelf-life. Sure, you can recycle some of it in 12 months, but isn’t it better to create content you can use any time of year?

I think so.

But while I’m a huge fan of evergreen content, there is also a place for seasonal content. You just need to be selective about which seasons, holidays, events and festivities you focus on.

And that will depend what type of business you have. What do you sell and who are your ideal clients?

If you think a Black Friday promotion is going to appeal to your customers, run one. If you have no reason to randomly discount your services, why bother?

If you get extra busy in December and need people to book early to avoid disappointment, let them know well in advance. If business drops off a cliff in the summer holidays, maybe that’s a great time to run a promotion.

It really is up to you to decide.

But if you do want to create seasonal content or run promotions at certain times of the year, plan in advance.

I think September is too early to sell mince pies, but there must be a market for them because they seem to hit the supermarket shelves earlier and earlier each year. So I guess if you want to start posting about Easter in November, you could. I probably wouldn’t recommend it though.

What I would recommend is putting yourself in the shoes of your ideal client. When will they be most receptive to your seasonal marketing message.

Too early and they’ll probably ignore it. Too late and it’ll lose it’s impact.

And that’s why it’s worth planning ahead and planning your message.

Work backwards.

December 26th is a bit late in the day to share a blog post about how to manage the Christmas party season as an introvert. That post would get more engagement at the end of November and beginning of December.

So ideally, you’d need to have it written and ready to go by mid-November, so you can give it a final once over before it goes live. And, depending on how you approach blog writing, you would probably want to schedule time in to work on it end of October or beginning of November.

And it really is that simple. Start with the end in mind and work backwards. Don’t wait until next month to start planning next month’s content. Start thinking about your seasonal content at least two months before you need it so you can plan sufficient time in to create it.

One of the reasons I’m banging on about seasonal content is because I’m planning some myself.

Every year, I tell people not to wait until the new year to have a big push on marketing. And yet, every year, I get an influx of enquiries in January from people who have waited until the new year to have a big push on marketing.

People often start the new year with big goals. But they don't have a plan. And they don't know where to start. And their good intentions wane when they realise the enormity of what they want to achieve.

Before they know it, Easter arrives. And by the time they've caught up after all the bank holidays, it’s the summer and the sunshine is calling. Next thing they know, they're heading into the last part of the year and they are no closer to where they wanted to be. So they decide to just write off this year’s plans and make sure they have a big push next year.

Guess what happens?

I want to help people break that cycle, so this year I’m running a 12-week challenge. And it launches on the 9th October.

Why the October 9th? Because that is exactly 12 weeks before January 1st 2026. And the point of my challenge is to put you in a prime position to achieve your business goals in 2026.

Completing it will mean you start the new year knowing exactly what you need to do to get your business where you want it. And you'll have a manageable action plan to follow so you can achieve your goals.

Essentially, you do all the groundwork before Christmas so you can chill out with your favourite festive films before hitting the ground running in January.

How does it work?

Every week, you'll get an email with a short video and a task. The tasks are designed so you can add to them throughout the week (and even longer if needed). You don't have to send the completed tasks to me, but if you want some accountability, you can.

Every four weeks, I'll also be hosting a live call where I'll be answering questions and helping you get the most out of the 12 weeks. You can also email me at any time during the twelve weeks if you get stuck with any of the tasks and need a bit of a nudge in the right direction.

By the end of the 12 weeks, you will:

And if you complete the entire challenge, there will be a bonus for you at the end.

Registration opens next Thursday, but you can pre-register here.

Once the challenge starts on October 9th, registration will be closed and I will not be running the challenge again until next year. So if you want in, get yourself registered.

If you’d like to receive my weekly email updates and monthly results, hit subscribe, and I’ll be in your inbox every Friday.

P.S. I also have a free 14-day email course to help you improve your sales copy and marketing content. You can find out more and sign up here.